Integrated Effort Breaks for Label Maker

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DYMO Corp., a producer of label makers for home and business owned by office product maker Esselte Corp., began an advertising campaign yesterday to appeal to the small-office, home-office segments.


The campaign for the DYMO LabelWriter covers television, print and Internet media. DYMO LabelWriter is a label printer for PCs and Macs aimed at getting rid of printing sheet labels.


Created by North Castle Partners, Stamford, CT, the campaign for DYMO, also of Stamford, communicates the daily problems of sheet label printing.


For instance, the 30-second TV spot shows two typical office workers. One uses a LabelWriter and the other a laser printer and sheet labels. The sheet label user struggles to get his labels printed. His colleague, however, completes his labels in seconds. He goes on to label everything in sight, including his laser printer-using colleague's rear end.


Print ads and Internet banners play off this TV spot. All media buys run concurrently. The TV spot airs on ESPN, CNBC, CNN Headline News and Fox News. The print ads appear in titles like Fortune, Inc., Fast Company and BusinessWeek. Banner ads run on businessweek.com, AOL Small Business and MSN.


The campaign relies on company-conducted research to build its ad positioning. A recent DYMO survey found 72 percent of respondents who printed labels on sheets said they faced some sort of printing problem. This included labels jamming or getting stuck inside the printer. The LabelWriter eliminates this issue as it prints labels directly from the desktop to the printer.


Esselte also owns other business-product brands like Leitz, Pendaflex and XYRON. Esselte is doubling the marketing budgets this year for its main brands.


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